Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers. Buyer persona development methodology is at its core a research methodology. The story and narratives of users were told through personas.

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RECENT POSTS

JULY 29, 2015
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HUBSPOT[Marketing Lead, Persona] What to Do When Your Prospect Takes a Strange Turn in the Buyer’s Journey

As in we are engaging the buyer in the buying process for example. A key component for engaging the social buyer persona is that an organization today must offer avenues of engagements that buyers choose. Social buyer personas today expect transparency. How Ready is Your Organization for the New Social Buyer Persona?

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FEARLESS COMPETITOR

AUGUST 2, 2011

[Marketing Lead, Persona] What Sales Really Needs from Marketing

B2B Demand Generation | What Sales Really Needs. Sales is generating over 1/2 of their own leads, as per the 2011 Lead Management Optimization study by CSO Insights. Why are salespeople poor at lead generation? Sales is poorly equipped to deal with this reality. What does Sales really need to be effective? Why does sales need help from marketing?

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BUYEROLOGY

MAY 2, 2012

[Marketing Lead, Persona] Is Your Organization Likeable? Are You Attracting the Right Buyers?

While there is much focus given to demand generation, content marketing, lead generation, lead management, and opportunity pipeline management, recent significant changes in buyer behaviors calls for serious examinations of whether organizations are attracting the right buyers. Can You Predict Your Ideal Scenarios For Lead Nurturing? This is a powerful question today.

Today, Find New Customers hosted a webinar with Jon Miller, VP, Marketing at Marketo. Jon shared his “secret sauce for lead generation. It was an excellent webinar for all of our Insiders at Find New Customers. One of the key principals he shared was the process of mapping content to the way your customers buy. One of the things I did at Aplicor was develop buyer personas, map the buying process, industry, and other factors. Here’s an excellent ebook from www.junta42.com. clickpredictions2010[1] by Click Documents, sponsored by Marketo.

According to SiriusDecisions , over the last 4 years, sales quotas increased 33%, while quota achievement dropped by 25%. Conclusion: B2B sales is a lousy job today – at least in most companies. This is why the role of demand generation in marketing is growing by leaps and bounds. Sales desperately needs help from marketing to open doors, build trust and engage prospective buyers. Jill Konrath has a great eBook entitled How Marketing Radically Affects Sales. The State of B2B Sales. Conclusion 1: Most leads stink. Not bad.
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B2B Demand Generation | The Benefit to Sales. If you’re in BtoB Sales, you may be thinking that this great content stuff and demand generation talk belongs in marketing. We’ve been talking about the marketing point of view for a long time. Now let’s talk about your world in Sales. Let’s examine a Sales scenario to illustrate the power of content marketing and marketing automation software. The point we want to make clear is this: The primary beneficiary of content marketing and marketing automation is Sales.
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B2B Lead Generation | Buying stuff is easy – fixing problems is hard. And every Friday we do a fun B2B marketing show called Laugh and Learn – teaching a key marketing lesson using wit and humor. SaaS marketing products like Marketo , Hubspot , Eloqua and the like are very, very easy to buy. Unfortunately, there’s no “Wonder Herb in B2B lead generation and marketing either. Want to hear what it’s really like to buy marketing automation? Read an actual user story in Marketing automation—lower your expectations.
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[Marketing Lead, Persona] 60% of the Sales Cycle is Over – BEFORE a buyer talks to your Salesperson

“On average (and with little variation among industries) customers will contact a Sales rep when they independently complete about 60% of the purchasing decision process.” The Most Important Number in B2B Marketing. They reach a shocking conclusion – this is not a misalignment of sales and marketing. Deep buyer personas. It’s clear that Marketing is going to have to fill this gap in your business. Only marketing can work on those six key elements. The world is passing you by. ” What is going to fill this gap?
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[Marketing Lead, Persona] The Link Between Lead Nurturing and Buyer Experience Marketing

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years. One approach whose value is on the rise is that of Lead Nurturing. It’s no wonder why – we have seen major alterations of buyer behavior and buying patterns with technology enabling more buyer control over the majority of the buying cycle process. The approach taken towards lead nurturing could make a huge difference. Image by kardboard604 via Flickr. Why?
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